Nicorette, a market leader in Nicotine Replacement Therapy, was loosing gum-market shares to competitors offering a more candy-like product. To achieve effective and broad impact, and as chewing is believing, Nicorette’s Pepparmint soft gum launch was based around gum-sampling online. Either directly, in minty fresh Pepparmint banners, or on www.nicorette.se. The Craving Man anti-campaign run from www.smokeweek.se, had its own banners, always popping up next to the Pepparmint-banners, telling the visitor to – under no circumstances – click to order a sample.